
Beginner Read Digital Strategy
An effective digital strategy can be vital to your organisation’s success. Read on to understand the key considerations when developing yours.
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Google My Business (GMB) is a free tool that organisations can utilise to increase their visibility online and in Google search results.
Although there are many other ways to get your business to show up on Google’s first page, Google My Business should be considered as an effective part of a marketing plan. It gives you a say in what information is shared on Google about your business, a medium to interact with current and potential customers, and a proven system for optimising your reputation online.
This article is a best practice guide for arts and culture organisations who want to manage and optimise their Google My Business profile.
It’s a free product that allows organisations and businesses to display important information. This includes basics like opening hours, reviews and contact details, but it’ll also list their location within Google Maps and Google Search Results. Through verifying and personalising a Google My Business profile, organisations can make it easier for audiences and customers to find them and grow their online visibility.
Before creating your new listing, consider the following:
Once you have confirmed there are no issues with the above, proceed with the step by step:
Step 1: Go to google.com/business and select “Manage now”.
Step 2: Log into the Google Account associated with your business.
Step 3: Type the name of your business. If your listing is already claimed and verified, you will need to request access. If you are creating a new listing, you’ll be able to continue to the next step.
Step 4: Enter your business name and business category (this is the industry you operate in).
Step 5: If you wish to add a location to your listing (recommended), select the “Yes” tick box. This location will show up on Google Maps and Search when customers are looking for your business.
Step 6: Enter your business address then click “Next”. If you serve customers outside this location, select the “Yes, I also serve them outside my location” tick box. You will then be able to specify your service area.
Step 7: Add the contact details you want your customers to see.
Step 8: To complete the new listing process, verify your listing over the phone. Google will call the number you provided and provide a 6-digit verification code.
Failing to verify your business listing damages Google’s confidence in your location and status as a legitimate business. It reduces your visibility in search and increases the likelihood of other businesses showing up in search for your brand name. Fortunately verifying your listing in a straightforward process and can be done by postcard, phone, email, and a method called Instant Verification.
Postcard verification proves you operate from a business address by requiring you submit a five-digit code from a postcard, sent to the location.
Step 1: If you’re already logged in, you’ll be at the verification step. If not, sign in and choose the listing you want to verify.
Step 2: Make sure your business address is correct. Alternatively, you can add a contact name to whom the postcard will be addressed.
Step 3: After clicking “Mail”, your postcard should reach the business address within five days. In the meantime, make sure not to edit the listings details (business name, address, or category) before your postcard has been delivered as this could delay the process.
Step 4: A postcard will be delivered to the place of business and it will contain a five-digit verification code.
Step 5: Once you’ve received the postcard log into Google My Business. If you have more than one business location, select the location you want to verify. If you only have one, select “Verify now”. Within the Code field, submit your five-digit verification code.
In instances where your postcard is lost or doesn’t arrive, request a new code by signing into Google My business and clicking the “Request another code” blue banner at the top of your screen.
If your account is eligible for phone verification, you’ll see a “Verify by phone” option when you start the verification process.
Step 1: If you’re already logged in, you’ll be at the verification step. If not, sign in and choose the listing you want to verify.
Step 2: Make sure the phone number is correct, then choose “Verify by phone”.
Step 3: Enter the verification code that you received within your text message and submit.
Some businesses can verify their locations by email. If your account is eligible for email verification, you’ll see a “Verify by email” option when you start the verification process.
Step 1: If you’re already logged in, you’ll be at the verification step. If not, sign in and choose the listing you want to verify.
Step 2: Make sure the email address that you provided for your business is correct, then choose “Verify by email.”
Step 3: Go to your inbox, open the email from Google My Business, and click the verification button in the email.
If your business is already verified within Google Search Console, you will not require any further steps to verify your Google My Business Location. If this has been enabled, you will be able to create new listings and they will not require any further steps to verify them. This method of verification is performed by connecting Google Search Console with the Google My Business account. As some business categories aren’t eligible for instant verification, if you don’t receive an email asking you to verify your listing, you’ll have to use an alternative verification method.
Step 1: Simply, sign into Google My Business with the same account used to verify your Search Console.
Now that you’ve verified your business, it’s time to optimise and make sure you get the most out of it:
If you wish to close or delete a Google My Business listing, consider the following:
Once you have confirmed the above proceed with the following steps:
Step 1: Log into the Google Account associated with the client account. Go to google.com/business and select “Manage now”.
Step 2: Select ‘Businesses’ in the Navigation Menu and locate the listing:
Step 3: Select the listing you’d like to modify in the table view, click the “Actions” button, and select the action you’d like to take. Choose from temporarily closing your listing, permanently closing your listing, or removing the business.
If a business location is closing, select ‘Permanently Closed’. Only select ‘Remove Business’ if the listing was created in error. This will ensure that users in search are presented the correct information about your business location.
Permanently closed businesses still appear on Google, but with reduced visibility. You can reopen businesses if needed.
Removing businesses from your account:
Step 4: After your selected action is completed, go back to the listing via search to confirm that it has now been marked as ‘Permanently Closed’ (If removing a listing perform the same check to confirm). It can take time for the live listings to be updated, but typically this is instant.
Step 5: On selecting ‘Finish’ you may be automatically directed to the ‘Verification’ process. Find the step by step on how to verify a listing in the following section.
The Digital Culture Network is here to support you and your organisation. Our Tech Champions can provide free 1-2-1 support to all arts and cultural organisations who are in receipt of, or eligible for, Arts Council England funding. If you need help or would like to chat with us about any of the advice we have covered above, please get in touch. Sign up to our newsletter below and follow us on Twitter @ace_dcn for the latest updates.
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